References 18. Image References

WHY LUXURY?

THE NEW LUXURY

I decided to call my 360-campaign Diversity as my brand emits diversity through its strong message of acceptance. I want to show that streetwear is for everyone so to me it was a no-brainer. My aim is to create depth within luxury streetwear through the acceptance of everyone. Diversity will be a safe space where Gen Z can go to feel connected and share their love and values through streetwear clothing.

The main message behind Diversity is acceptance but will also include elements of passion and survival. I decided to focus the main theme of acceptance as that is what stood out to me the most and what I have carried throughout my research. It is important for my brand to not only tell a story but show that streetwear is in fact for everyone. The element of survival has influenced my brand research, it was apparent to me that during the Covid-19 pandemic streetwear brands adapted to survive and come out stronger than ever. The word survival stood out to me as the world we live in we are all survivors in some way shape or form which is why I thought it was important to bring this element of survival into my campaign. I researched into how the Covid-19 pandemics affected the industry and how the likes of Off-White and Palm Angels survived in such uncertain times which has helped me develop my brand and campaign further in terms of marketing.

Lastly, I have decided to incorporate the element of passion as during my research I noticed a common denominator between the brands that I researched into and that was the passion and drive exhilarated as the driving force behind each different brand and their success. Being a passionate person myself it felt only natural to include this into 360 campaigns. Diversity will appeal to my chosen future consumer of Generation Z and will sit on the luxury market level.

DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY DIVERSITY

INFLUENCES

palm Angels

Palm Angels is a brand that has influenced me massively throughout creating my 360 campaign. Francesco Ragazzi is the founder and mastermind behind Palm Angels. This unique fashion brand has made a great mark in the industry in a short space of time. Inspired by American street culture, Francesco Ragazzi tells a story through his garments by making use of bold colours and prints. This is the perfect blend of luxury and streetwear. Francesco Ragazzi’s utilizes the theme of acceptance through mixing La skate culture with the luxury of Milan as an expression and contrast between the two.

Palm Angels create a sense of acceptance throughout the brand. The brand has collaborated with Moncler, bringing its streetwear infused aesthetic combining it with the undeniable luxury of Moncler. With referencing Palm Angels’ photographic beginnings that capsule takes inspiration from mind control and delves into subculture communities. The collection uses bright colours, slogans and graffiti prints that is described by Moncler as a mix of an “art gallery atmosphere and abrasive urban attitude”. (Browns,2022). This is an example of how Palm Angels merged subculture with community through a collaboration with Moncler.

OFF-WHITE

Another influence of mine is Off-White. First established in 2012 Off-White the brand has evolved from Virgil’s first aspirations correlating to obligatory thoughts of not just buying the product but experiencing it. Off- Whie stood out to me because of its strong morals and collaborations. Virgil Ablohs journey has shifted towards a more objective clothing. In September 2018, his collection titled ‘Natural Women’ pays tribute to the 20th anniversary of the death of Princess Diana.The lineup consisted of some of her most popular outfits in the eighties and nineties. As brand collaborations go this was a massive hit to consumers as the tribute was in honor of powerful independent women. The collaboration portrayed a strong message of acceptance of women in fashion.

It became apparent to me from my research that one of the brands main influences is acceptance. Off- White gives the youths freedom to style themselves instead of dictating who they should be or what they should wear. He creates stories through his designs that are more conceptual, and Avant-guard compared to Palm Angels. His trademark “everything in quotations” cultivates an Avant-guard and cult apparel that merges streetwear culture with luxury fashion. This concept very much goes in line with the ideology of the brand – giving people space to unleash their own creativity.

Off-White’s Instagram platform is the gateway to their success. Targeting Generation Z Consumers OffWhite highlights it’s designs on its social media platforms. His posts speak generation z language. He focus is not only on clothing but on the lifestyle that goes with it.

DIVERSITY

“ACCEPTANCE”

“ACCEPTANCE”

DIVERSITY ACCEPTS EVERYONE. WE ARE A COMMUNITY. WE STICK TOGETHER AS ONE. EVERYONE FOR EVERYONE.

“STREETWEAR IS FOR EVERYONE”

MY MESSAGE

Reflecting from my research into myself and both the brands that inspire me; Palm Angels and Off-White I noticed that there were a few common denominators. Each brand has as strong message of acceptance and target a diverse audience, however noticed a similarity in that consumer of generation z typically think that both brands target more of a male audience when in fact they do not. I noticed a gap in the market during my research; generation z view streetwear to be considered more masculine. There is a gap in the market to reach out to all consumers of generation z and show that streetwear is for everyone and not ‘typically’ for males. I aim to create a sense of acceptance and community throughout luxury streetwear. Removing the stereotypes that can often be behind the streetwear name.

My message is to bring acceptance into the streetwear community. My main aim to show that streetwear is for everyone no matter what race, ethnicity, sexuality, or gender.

Acceptance

The message behind my brand and 360 campaign is acceptance. I have always been an accepting person from an early age. Having grown up travelling, being surrounded by diverse cultures I have always seen the world from various aspects through a wide lens. Acceptance is what I firmly stand for and is what I gravitated towards throughout my research so felt only natural for my brand to portray that message.

My aim is to create a brand that accepts everyone for who they are that will be reflected in my 360 campaign. My brand will accept all genders, race, cultures, class status and religion. You name it Diversity accepts it. The concepts of passion and survival is intertwined alongside my message of acceptance. Passion sits alongside it as I am passionate about the acceptance of others along with survival. Survival is a form of adaptation we are all familiar with within certain surroundings. My message of acceptance is referenced throughout my brand concepts of acceptance of passion and survival in streetwear. It is important for my brand to portray the message that streetwear is fort everyone but also want to have a focus on the mental health of males and how men need to accept themselves for who they are and how they can express themselves.

ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE ACCEPTANCE

Survival is one of my brand concepts. My 360 campaign will heavily focus on survival of mental health. I chose survival as I thought it was relevant in such uncertain times. I discovered from my brand me research that the I have been massively influenced by survival strategies around me alongside during the Coivid-19 pandemic. I have witnessed the impact that the pandemic has had on people and the suffering they have experienced but how they have fought through and ultimately survived their battles. A survival existence will also bring a personal attribute to my brand which is what I aim to implement within my 360 campaign. I will create a social media campaign to implement this message of surviving through a global pandemic together as a community followed through with a styling book. My campaign will be a space where Generation Z can all visit as a sense of community

SURVIVAL

SURVIVAL SURVIVAL SURVIVAL SURVIVAL SURVIVAL SURVIVAL SURVIVAL SURVIVAL

passion

Passion is another concept I am going to portray throughout my 360 campaign. The idea of both being and feeling passionate I something I strongly believe in. I found from my research that often consumers particularly generation z struggle to highlight things they are passionate about.

From my research I found that there was a gap in the luxury streetwear market where brands fail to discuss their passions and how they tend to hide behind a screen when it comes to streetwear. Streetwear is a community where you can where the clothes you love and a way of expressing yourself. I will demonstrate how the idea of passion of males and females can be a way of expressing themselves down to their true forms. I will do this by using both male and female models to represent them in a positive way that pushes the boundaries of luxury streetwear.

EMPOWERMENT

My third concept of my diversity campaign is empowerment. The concept of empowerment comes down to males and females feeling empowered by what they wear in terms of luxury streetwear. For me, sartorial confidence comes from what you wear. I will demonstrate how important it is to feel empowered and let your personality shine through in what you wear. I want the concept of empowerment to really portray the message of acceptance. I will create this through the creation of a fashion film as this will really allow my models personalities to shine through and portray my message clearly. My models will wear clothes that they feel empowered in through showing the message of acceptance. Diversity will be a safe space where consumers can come together to feel passionate, empowered, a sense of survival and most importantly overall accepted within the diverse community.

STAND TALL.

Strategy

January – February- My next step as part of my 360 campaign will be to find the perfect location in order to create my fashion film. Along with experimenting with a test shoot and finding the right model's videographer that will help strongly relay my brand message. As well as building up my social media page.

February – March between this time I will actively seek for the clothes I will shoot as part of my brand message and actively seek any props that I think will help portray my message. I will also make sure the correct precautions are in place in order to make sure my shoot meets covid restrictions and standards. I will make sure facemasks and distancing is put in place.

March – April This is when I will film my final look book and shoot my pictures making sure all restrictions are in place to meet covid standards.

April – May – I will use this time to put my film together allowing time for editing, printing and checking over all my work to make sure it meets my criteria. This is the time I will be using to complete and

With Covid –19 restrictions constantly changing I have devised a backup plan in case there are unsought circumstances where I cannot use my desired location to shoot my fashion film. My back up plan will involve doing my shoot at home with professional lighting and filming the fashion film and shoot myself along with using family members in my bubble to model.

Back-Up Plan

ARTeFACT

A long with my fashion film I will create a social media page to launch my campaign using Instagram as the main platform. I have chosen to use Instagram as it is the most used platform by generation z therefore will be the most beneficial in order to gain audience engagement from my chosen consumer. I will continue to post on my social media in order to boost consumer interaction before my 360-campaign launch.

Alongside this I have created a website where I can present all my digital profile. This will be my digital portfolio which will include my work I have created during University. It is important for me to prject my digital presence not just as a person but as a brand in order to showcase my best work.

https://hannahsoper98.wixsite.com/website

Conclusion

To conclude my 360- campaign my brand will demonstrate acceptance and shine a new light on luxury streetwear pushing the boundaries through presenting my brands message of acceptance. The purpose of this campaign is to bring awareness to the streetwear community with a particular focus to my chosen consumers; generation z and show that streetwear is for everyone. My campaign will be shared on a social media campaign to create a digital space for consumers to join and feel a sense of community. I will also create a fashion film to show my brands message that streetwear is in fact for everyone.

References

Baron, J. (2022). The Key To Gen Z Is Video Content. Retrieved 9 January 2022, from https://www.forbes.com/sites/jessicabaron/2019/07/03/ the-key-to-gen-z-is-video-content/?sh=55378b5d3484

Nast, C. (2022). Gen Z shopping trends uncovered. Retrieved 9 January 2022, from https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal

Chowdhry, P. (2022). The Future Of Streetwear In The Radically Changing Fashion Industry. Retrieved 9 January 2022, from https://www. ftcftcftc.com/fashion/the-future-of-streetwear-in-the-radically-changing-fashion-industry

(2022). Retrieved 9 January 2022, from https://www.brownsfashion.com/ca/story/moncler-genius-palm-angels-collaboration

Nast, C. (2022). First Look: Virgil Abloh’s Princess Diana-Inspired Collection For Off-White. Retrieved 9 January 2022, from https://www.vogue. co.uk/article/virgil-abloh-off-white-spring-summer-2018-princess-diana-inspired-collection

IMAGE References

Image 1:Students Stage Walkout, Want More Teachers of Color at Conn. Charter School - Education Writers Association. (2022). Retrieved 9 January 2022, from https://www.ewa.org/blog-latino-ed-beat/students-stage-walkout-want-more-teachers-color-conn-charter-school

Image 2: (2022). Retrieved 9 January 2022, from https://www.pinterest.fr/pin/277956608240230549/

Image 3: Ilusión óptica. | Portrait, Illusion art, Portraiture. (2022). Retrieved 9 January 2022, from https://www.pinterest.fr/pin/563020390905578835/

Image 4: Tropical Green Palm Leaf #1 #botanical #decor #art by Anitas and Bellas Art. (2022). Retrieved 9 January 2022, from https://pixels.com/featured/tropical-green-palm-leaf-1-botanical-decor-art-anitas-and-bellas-art.html

Image 5: Palm Angels | Хипстерские фоны, Обои в стиле nike, Типографский постер. (2022). Retrieved 9 January 2022, from https://www.pinterest.fr/ pin/503840277072507486/

Image 6: Palm Angels Black Logo Print Sweater for men. (2022). Retrieved 9 January 2022, from https://www.lyst.co.uk/clothing/palm-angels-logo-print-fleeceback-cotton-jersey-sweatshirt/

Image 7:(2022). Retrieved 9 January 2022, from https://clothbase.com/items/9924060d_palm-angels-pink-classic-logo-t-shirt_palm-angels

Image 8: Virgil Abloh Magazine JP DESKTOP. (2022). Retrieved 9 January 2022, from https://view.ceros.com/hype-beast/virgil-abloh-magazine-1

Image 9: Off-White Nailed the ‘Princess Diana Off-Duty’ Aesthetic for Spring 2018. (2022). Retrieved 9 January 2022, from https://fashionista.com/2017/09/offwhite-spring-2018-review

Image 10: Burley, I., & Burley, I. (2022). Palm Angels. Retrieved 9 January 2022, from https://www.port-magazine.com/fashion/palm-angels/

Image 11: Mental Health Black and White Stock Photos & Images - Alamy. (2022). Retrieved 9 January 2022, from https://www.alamy.com/stock-photo/mental-health.html?blackwhite=1 https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.dreamstime.com%2Fdrawing-man-scribbles-his-head-sketch-confused-drawn-pencil-paper-image177526449&psig=AOvVaw3Jc9vct10HzLYI8EaGZoZL&ust=1642007990641000&source=images&cd=vfe&ved=0CAsQjRxqFwoTCNCX7MuaqvUCFQAAAAAdAAAAABAY

Image 12: The Fashion World Promised More Diversity. Here’s What We Found. (2022). Retrieved 9 January 2022, from https://www.nytimes.com/2021/03/04/ style/Black-representation-fashion.html

TOGETHER.